price transparency

Price transparency means not having to settle for the MSRP, the manufacturer’s suggested retail price, or the sticker price or the friends-and-family discount. Instead, it means seeing the real, bottom-line price. So when it comes it medical care, why is this still an issue?
Insurance providers use big sticks. They call them co-payments and high deductibles, used to try and lower their costs. Yet, when they try the carrot of rewards -- using actual dollars -- we have little interest.